WOW POPCORN – GO WOW ALL THE WAY!*

Popcorn is typically associated with movie theatres. ‘The Perfect Snack’ – hot, fresh, in multiple flavors,relatively healthier than all the deep-friend junk food out there, and as with the best things in life, tastefullyaddictive.

Who could imagine having Popcorn Stores!

Neha Goyal (Neha), Founder of ‘Wow Popcorn’, identified this gap in the market and came up with a chainof popcorn stores. She believes that gourmet popcorn experiences are definitely in. The brand’s USP: large,quality kernels sourced from across the world and a small-batch process that makes sure no matter when oneenters the store, one gets a fresh lot. It is a one of its kind stores. The flavors, WOW currently offers, scorehigh on the cards for taste, freshness, aroma, texture and quality.

Neha dream to break the old age theory that popcorn is only associated with movies. Neha plans to expandto different segments of the market from bars to weddings, as snacks.

With the world changing to more and more innovative, this case study will help to understand the changingeating habits and penetration of newer food products in the market.

Pedagogical Objective

The case study will help to understand about the business plan of a new innovative entrepreneurial venture,its customers, market segmentation and Strategy and the journey to the making of WOW Popcorn.

Case Positioning and Setting

• PG courses

• First year courses• Marketing Management – PESTEL, SWOT Analysis, STPD, marketing mix• Consumer Behavior – Consumer Insights, Perception• Market Research – Methods

• Second year courses• Entrepreneurship – traits, process of entrepreneurship, business feasibility, types of business

ownership, etc.• Innovative Thinking• Retail Management – Operations Management i.e., location & layout, Systems driven

operations, Customer delight, Value added services.

• UG courses• Marketing Management – PESTEL, SWOT Analysis, STPD, marketing mix• Entrepreneurship – Traits, Process of Entrepreneurship, business feasibility, types of business

ownership, etc.

ABSTRACT

Global Summit onManagement Cases

GSMC 2014

© www.etcases.com* GSMC 2014, IIM Raipur